Google has announced a change for mobile ads where AdWords will display ad extensions instead of a second ad text line (the second text description line) for mobile ads.  The change, which will begin October 15, 2014 means that advertisers will likely want to tweak their ad copy for higher ROI if they only have one line of text versus two.

This does mean that advertisers could lose a line in their AdWords ad, as currently mobile ads display both ad text lines with an additional line for ad extensions.  However, they will also begin using a Google Maps marker for local businesses, so you might get that extra line back.  But if you aren’t in the top position and advertising a non-local business market area, this means your ad might appear higher on the screen than it might have before the change.

Here is how the ads currently appear on the left, and on the right is how it will appear after the change.

While advertisers do not have to do anything when these changes take effect, they are suggesting advertisers might want to check their mobile campaigns to take full advantage of the change.

Getting the most out of your mobile ads
While no specific action is required for these improvements, it’s always a good idea to keep these mobile ads best practices in mind:

• Ensure that your most important information is in the first line of ad text (description line 1) to address customer needs right away.  Remember to keep this text within the 35 character limit.

• Enable all relevant extensions to help consumers find information faster and increase clickthrough rates (CTR).

• Use mobile preferred creatives to help consumers quickly and easily take action while on the go. You’ll also get better results when your ads are more relevant to mobile searchers.

The change will take place on October 15, 2014.